Thursday, July 5, 2007

Does this Drive You Crazy Too?

Media Morph: Filling Up Empty Domains

By Abbey Klaassen Published: July 03, 2007 NEW YORK (

Every week Ad Age Digital's Media Morph looks at how emerging technology is changing the way consumers get their information and media companies and advertisers present their messages. This week: Filling up empty domains.

Here is a play for one of the most undertapped online advertising budgets, local businesses. The issue: "Domain parking" has long been a dirty phrase in the web-marketing industry.

Companies buy up either commonly misspelled or generic domains, fill them with cost-per-click text ads from Google or Yahoo and hope consumers end up there ready to click on the ads. While it's a brilliantly high-margin business, it can be incredibly frustrating for consumers.